NORTHEAST IOWA LOCAL FOOD SURVEY SUMMARY REPORT July 2007

Transcription

1 NORTHEAST IOWA LOCAL FOOD SURVEY SUMMARY REPORT July 2007 Prepared For: Northeast Iowa Food & Farm Coalition Allamakee, Clayton, Fayette, Howard and Winneshiek Counties Funded by the Leopold Center for Sustainable Agriculture Project code: MSP For more information, contact Rich Pirog, Leopold Center Marketing and Food Systems Program Leader and Associate Director Available on the web: Prepared By: Craig Chase, Field Specialist Farm & Ag Business Management Iowa State University Extension th Avenue SW Tripoli IA / cchase@iastate.edu

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3 Table of Contents Page Executive Summary... 3 Introduction... 4 Northeast Iowa Local Food Survey Results Demographics of Respondents... 5 Product and Purchase Attributes... 8 Advantages of Local Purchases Purchases of Local Food Products Appendix Northeast Iowa Local Food Survey Report edited by Mary Adams, Leopold Center editor

4 Executive Summary This report summarizes the initial findings of a survey of institutional buyers in a five-county region in Northeast Iowa. Staff members at nearly 140 institutions answered questions about product and purchasing attributes, advantages to local purchases, purchasing patterns of local food products, and demographic characteristics. Here is a summary of the findings and possible uses for this information. 1. Taste and quality are viewed as extremely important product attributes by institutional buyers. The institutions also are very concerned with food safety and guaranteed consistent quality when considering the purchase of local products. A producer or processor can use the product and purchasing attributes to differentiate his/her product and/or to match the products to be sold with the needs and concerns of the institutional buyer. A possible differentiation strategy would be to offer a product sample and/or help conduct a taste comparison test. The key to guaranteed consistent quality is to make sure the buyer always receives uniform, top-quality products. 2. Forty-one percent of the respondents thought locally grown food products would have an advantage in their appeal to their customers. Producers and processors should ask institutional buyers if there are advantages to using locally grown products and what those advantages are. With that information, vendors can tailor their marketing message to match the buyer s needs. Moreover, producers and processors could use a variety of marketing channels to convey the local food message to consumers served by institutional buyers. 3. Fifty-seven percent of respondents indicated they currently use locally grown food. 4. Sixty-one respondents reported they are not purchasing or stopped purchasing locally grown products due to lack of access and/or availability, they had not been approached by a local farmer or processor, or they did not know who to contact. There appears to be potential for selling locally grown products to institutional buyers once they are made aware of the products that are available to purchase and learn how to make contact with growers. 5. State codes and regulations were cited as barriers to purchasing local products by 35 respondents. Producers and processors need to determine if this is a fact-based barrier or a Page 4 of 27

5 perceived one. If the problem is one of perception, educational programs may help. Determining how to eliminate this barrier, perceived or otherwise, should be a high priority. 6. Another obstacle noted was the higher cost of locally grown food. A focus on product differentiation based on quality, taste and the other attributes important to buyers may help resolve this issue. However, some buyers may be so concerned about cost that solutions to this problem may be difficult to find. Once the barriers are removed, however, 85 percent of the respondents indicated they would purchase locally grown food. There was a wide range of products buyers would be willing to purchase and most of the products could be grown or raised in the five-county survey area. Buyers reported they would be willing to pay, on average, 12 percent more for locally grown products. 7. Approximately 60 percent of the institutional buyers self-classified themselves as full-service restaurants or other. Another 25 percent were categorized as public or private schools and hospitals or care centers. The buyers are experienced; they average 16 years on the job and the average age is the upper 40s. Introduction The Northeast Iowa Food and Farm Coalition, formed in 2006, includes agricultural growers, banks, market gardeners and orchardists, extension agents, retailers, independent meat processors, and fund-raisers. Their mission is to support the development and marketing of locally grown agricultural products to enhance the lives of local citizens. The Northeast Iowa Food and Farm Coalition has implemented a strategic plan, designed to build a stronger local food and farm economy in northeast Iowa. The Coalition has identified these goals: 1. Provide an opportunity for existing and new producers to diversify; 2. Explore the development of regional processing and storage facilities to add value to all agricultural products in the area; and 3. Increase sale and consumption of locally grown food on a local, regional and national level. Page 5 of 27

6 In order to achieve the stated goals, it is essential to assess current purchasing patterns by institutional buyers and households, map out the assets in the region, and determine what economic impact can be achieved by reaching the goals. The results outlined in this report come from a survey (complete survey instrument shown in the Appendix) of institutional buyers in Howard, Winneshiek, Allamakee, Clayton, and Fayette counties. The institutions were identified from various sources. The questionnaire was handdelivered and the institutions notified the survey delivery people when it was completed. This was not a random sample and no inferences can be made beyond the sample received. Approximately 180 questionnaires were delivered with 140 returned for a return rate of about 78 percent. Of the 140 surveys returned, approximately answered most of the questions. Forty-two responses came from Winneshiek County, 40 from Clayton, 20 from Fayette, and 18 each from Howard and Allamakee. NORTHEAST IOWA LOCAL FOOD SURVEY SURVEY RESULTS Demographics of Respondents The breakdown of participants by county is shown on the graph, with the largest number of respondents living in Winneshiek and Clayton counties. Page 6 of 27

7 Question: Which best describes your type of business? Full Service 7% 2% Other 12% 8% 33% Hospital Care Ctr Pub/ Private School Limited Service 13% 25% Food Ret/ Dist Food Proc Respondents were asked to place their institution into one of seven categories; full-service restaurant, other, hospital or care center, public or private school, limited service restaurant, food retailer or distributor, or food processor. The largest grouping of institutions selfclassified themselves as full-service restaurants (33 percent) followed by other (25 percent). Other institutional buyers include bakeries, delis, and other food establishments that offer a limited line of food products. Seventeen (13 percent) respondents were hospital and care centers, 12 percent were public and private schools, and 8 and 7 percent were limited service restaurants and food retailers and distributors, respectively. Only three institutions were classified as food processors (2 percent of the total). Question: How many years have you been in business? st Quartile Median Mean 3rd Quartile Page 7 of 27

8 Respondents averaged 16 years in business; 25 percent of respondents were in business three years or less and 25 percent had been in business more than 21 years. Question: Your age on your last birthday? st quartile Median Mean 3rd quartile The average age of institutional buyers contacted for the survey was 48; 25 percent were under 41 years of age and 25 percent were older than 55 years of age. Product and Purchase Attributes Question: How IMPORTANT is each of the following factors to you when purchasing food products? Using a scale of 1 (Not important) to 7 (Very important), circle ONE response to each factor. Page 8 of 27

9 Respondents were asked to rank the importance (on a scale of 1 to 7) of 11 attributes in determining the products they purchase. Nearly all (99 percent) of the respondents indicated the product s taste was very important (scale of 6 or 7). The average (or mean) rating was 6.84 on a scale of 1 to 7. Product quality was ranked second with 97 percent of the respondents indicating quality was very important (average rating of 6.83 on a scale of 1 to 7). Product cost and nutrition and health attributes of the product also were highly ranked with approximately 75 percent of the respondents indicating these were very important qualities (average rating of ). Ease of preparation and variety of menu applications were found to be very important to about half of the respondents. The average rating for these two attributes was Knowing how the product was grown, who grew or raised the product, or that the product was locally grown was less important to the respondents, with each of these attributes receiving an average rating of 4.4 or less. This question was analyzed to determine if respondents from the individual counties rated the attributes differently. A statistical test indicated there were only two situations where responses were significantly different. Fayette County institutions saw product cost as less important than did respondents from the other four counties. Second, Winneshiek County institutions found ease of preparation less important than did institutions in the other four counties. These results would seem to indicate that producers do not need to segment their market by the county in which the institution is located. A third analysis was conducted to determine if respondents from various types of institutions rated the attributes differently. The same statistical test was conducted and showed slight, but significant differences. One type of business always rated the top four attributes significantly lower than the other six qualities. For product quality and taste, the Other institutional category indicated quality was not as important. The Limited Service category rated nutrition and health lower, whereas the Food Processing group rated product cost less important. Page 9 of 27

10 Question: If a farmer or a small processor approached your establishment about their product, how IMPORTANT would each of the following factors be in your decision to purchase their products? Food Safety Product Freshness Guaranteed Consistent Quality Satisfaction Guaranteed Ability to Deliver Quantity/Packaging Needed USDA Health Inspected Guaranteed Consistent Supply Product Price When Product is Delivered Product Knowledge How Product is Delivered Extra Processing % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Respondents were asked to use a scale of 1 to 7 to rank the importance of 12 attributes in making the decision to purchase products from a farmer or small processor. Food safety was very important to 97 percent of the respondents, with an average rating of 6.87 on a scale of 1 to 7. Close behind food safety were product freshness (98 percent called it very important, with an average rating of 6.75) and guaranteed consistent quality (95 percent, very important, and 6.67 average rating). Satisfaction guaranteed (90 percent, 6.61) and ability to deliver quantity in the packaging needed (85 percent, 6.57) rounded out the top five attributes. Guaranteed consistent supply and USDA-health inspected also were cited by approximately 84 percent of respondents (average rating of about 6.40), indicating that these factors were very important. The product s price was the eighth highest attribute. Attributes ranked similarly to price were the timing of the delivery and the seller s knowledge of the product. The same question was analyzed to determine if respondents from the individual counties rated the attributes differently. The statistical test yielded only one situation where responses were significantly different. How a product was delivered was not as important to Winneshiek County institutions as it was to respondents in the other four counties. Page 10 of 27

11 Full Service Purchasing Factors This chart and the six that follow present the same purchasing factors for each category of institutional buyers. For full-service buyers, the factors that are least important are when and how product is delivered, price, product knowledge, the need for extra processing and how the product is delivered. Limited Service Purchasing Factors The importance of different purchasing factors for limited service restaurants is rated more diversely than for full-service restaurants. However, the top six factors have a rather limited range of and are the same as those for their full-service counterparts. The top six purchasing factors are: product freshness, guaranteed consistent supply, guaranteed Page 11 of 27

12 consistent quality, food safety, ability to deliver the quantity and packaging requested, and satisfaction guaranteed. Public/Private Schools Purchasing Factors Public and private schools are concerned with many of the same purchasing factors as restaurants, with two exceptions. Schools are very concerned with price and USDA-health inspection. These institutions typically are on a tight food budget and want to make sure they receive a good, safe product for their food dollars. Hospital Care Centers Purchasing Factors Product knowledge and the need for extra processing are the only factors that don t enter into the purchasing decisions for hospital and care centers. Food safety is the most important Page 12 of 27

13 factor (all participants gave food safety a rating of 7 on a scale from 1 to 7), followed closely by product freshness, USDA-health inspection and the ability to deliver the quantity and packaging needed. Food Retailers/Distributors Purchasing Factors Food retailers are concerned with food safety and product inspection, followed closely by freshness and guarantees for quality and supply. Pricing, product knowledge, and the logistics of getting the product to the buyer are considered to be less important. Food Processors Purchasing Factors Page 13 of 27

14 Food processors are most concerned with the freshness and the quality of the product and the seller s guarantee that the product will meet the needs of the buyer. The price of the product, the need for extra processing, and when and how the product is delivered are not major concerns for processors. Other Food Type Establishments Purchasing Factors Other Food category buyers are very similar to full-service restaurants in that food safety and product freshness are cited as the two top factors, along with the importance of guarantees for satisfaction and quality. In summary, the most highly rated factors including food safety, freshness, and quality were consistent across all types of institutional buyers. For most buyers, the ability to deliver the quantity needed in specific packaging was important. The ability to guarantee satisfaction was rated as important to all institutions except public and private schools. For restaurants and retailers, a consistent supply was important, whereas schools were concerned with price. Health inspection was important to schools, hospitals and care centers, and retailers. Page 14 of 27

15 Advantages of Local Purchases Question: In your opinion, would locally grown food products that were source verified, naturally or organically grown, or heritage-based have any advantages in their appeal to your customers? Yes 41% Don't know 27% No 32% Forty-one percent of the respondents indicated that locally grown food products would have an advantage in their appeal to their customers. Thirty-two percent did not believe there was any advantage to using locally grown products, whereas 27 percent did not know. 26% 6% 4% Better Quality/Freshness Support Farmers/Local Economy 34% Can Advertise/Customers Inquiring Healthy 30% Organic Those respondents who felt there was an advantage to locally grown food products were asked to list the likely benefits. The summarized responses fell into five categories. Thirtyfour percent said their customers felt that locally grown food products were fresher and of higher quality. Thirty percent thought their customers wanted them to support the local economy and farmers, whereas 26 percent indicated that customers had asked them to purchase local food. Page 15 of 27

16 Purchases of Local Food Products Question: Do you currently use locally grown food? Yes 43% No 57% Fifty-seven percent of respondents indicated they currently use locally grown food. Of the locally grown food, 80 percent is purchased and 20 percent is donated. Question: For what reasons have you not purchased OR have you stopped purchasing locally grown foods? Access/Availability Code/USDA/Liability/Regs Not Approached/Not Aware More Expensive Getting from Food Distributors Delivery/Packaging Quality/Freshness/Consistency Co. Guidelines/Restrictions More Preparation/Inconvenient Small Volume to Purchase The primary reason (used by 41 respondents) for not purchasing or stopped purchasing locally grown products was lack of access and/or availability. An additional 20 respondents said they had not been approached by a local farmer or processor or were not aware of Page 16 of 27

17 whom to contact for these products. State codes, regulations, etc. were noted by 35 respondents as a barrier, whereas 17 thought locally grown food was more expensive. 14 Access/Availability 12 Code/USDA/Liability/Regs 10 Not Approached/Not Aware 8 More Expensive 6 Getting from Food Distributors 4 Delivery/Packaging 2 Quality/Freshness/Consistency 0 Full Service Limited Service Pub/Private School Hospital Care Ctr Food Ret/Dist Food Proc Other Co. Guidelines/Restrictions More Preparation/Inconvenient Small Volume to Purchase There were differences in barriers noted by varying types of institutions. For example, hospitals and care centers, public and private schools, and full-service restaurants considered regulations as a large barrier to local purchases. Full-service restaurants and public and private schools also believed locally grown products are expensive. Question: If these barriers or obstacles were adequately addressed by a vendor, would you purchase locally grown food? No 15% Yes 85% Eighty-five percent of the respondents indicated that if the obstacles or barriers were removed they would purchase locally grown food. Fifteen percent responded that they would not purchase local food even if the barriers or obstacles were removed. Page 17 of 27

18 Question: List the products you would consider purchasing if available. Food Category Types of Products Dairy Butter, Cheese, Cream Cheese, Half and Half, Ice Cream, Milk, Yogurt Fruits Apples, Blackberries, Cantaloupe, Grapes, Pears, Raspberries, Rhubarb, Strawberries, Watermelon Meats Beef ground, roasts, and steaks; Poultry; Eggs; Fish; Pork bacon, chops, ground, ham, and roasts Other Baking ingredients such as flour, oats, canola oil, corn meal, and wheat bran, germ, whole and cracked wheat, as well as breads and rolls, Flowers, Honey, Jams and Jellies, Maple Syrup Vegetables Broccoli, Cabbage, Carrots, Cauliflower, Celery, Corn, Cucumbers, Green Beans, Green Peppers, Greens (lettuce and spinach), Onions, Peas, Potatoes, Radishes, Squash, Sweet Potatoes, Tomatoes The detailed listing of products and potential quantities is located in the Appendix. In general, most products that can be grown or raised in Northeast Iowa can potentially be sold to institutions. Page 18 of 27

19 Question: Would you be willing to pay more for locally grown products? No 58% Yes 42% Fifty-eight percent of those responding said they were unwilling to pay more for locally grown products. Among the 42 percent who indicated they would be willing to pay more for local products, the average percentage above the cost of conventional food was 12 percent. The median percentage above the cost of conventional food was 10 percent, and the third quartile percentage was 15 percent. Page 19 of 27

20 Appendix List the products you would consider if available. DAIRY Unit Monthly Qty Months per Yr Total Qty butter lbs /2 and 1/2 qts slice Amer Cheese lbs cheese lbs ,850 2% milk gals milk gal ,740 cream cheese lbs ice cream gal yogurt lbs FRUITS Unit Monthly Qty Months per Yr Total Qty apples fruit ,460 apples bushel apples lbs 3, ,418 blackberries lbs cantaloupe lbs grapes lbs pears lbs raspberries lbs rhubarb lbs strawberries pts strawberries lbs ,045 melons fruit watermelon lbs MEATS Unit Monthly Qty Months per Yr Total Qty beef and beef products lbs 1, ,100 beef steaks units chicken and poultry lbs ,120 eggs doz 1, ,796 fish lbs ,920 pork and pork products lbs ,340 pork chops units Process Foods Unit Monthly Qty Months per Yr Total Qty bread/rolls 50 rolls bread/rolls loaves ,112 breads lbs ,880 maple syrup qts honey 5 gal jellies gal Page 20 of 27

21 Vegetables Unit Monthly Qty Months per Yr Total Qty broccoli case broccoli bundles broccoli lbs cabbage box cabbage case cabbage lbs ,056 carrots bag carrots lbs 3, ,995 cauliflower lbs celery piece corn lbs ,160 cucumbers piece ,440 cucumbers lbs green beans lbs ,752 green pepper bushels green pepper box green peppers lbs green peppers piece ,454 lettuce case lettuce heads ,092 lettuce, greens lbs 3, ,796 mushrooms 1 gal onions piece ,000 green onion box yellow onions box onions bushels onions lbs ,022 peas lbs ,080 snow peas box potatoes piece ,880 potatoes bushels potatoes lbs 5, ,015 radishes lbs squash lbs sweet potatoes lbs ,400 tomatoes carton tomatoes 20 each tomatoes bushels tomatoes flats tomatoes lbs 4, ,366 yellow (wax) beans lbs zucchini lbs Page 21 of 27

22 NORTHEAST IOWA LOCAL FOOD SURVEY Instructions: Please respond to this questionnaire by circling a number of filling in a blank. There is also an opportunity for you to write your own comments. 1. How IMPORTANT is each of the following factors to you when purchasing food products? Using a scale of 1 (Not important) to 7 (Very important), circle ONE response for each factor. Not Important Very Important 1. Product s quality Product s taste Product is nutritious and healthy Product s cost Product has a variety of menu applications Product is locally grown Product is made by a small local processor Ease of preparation Personally know who raised processed product Personally know who grew the product Know how product was raised or grown Page 22 of 27

23 2. If a farmer or a small processor approached your establishment about their product, how IMPORTANT would each of the following factors be in your decision to purchase their food products? (Circle ONE response for each product) Not Important Very Important 1. Guaranteed consistent supply Guaranteed consistent quality Price When product is delivered How product is delivered Product freshness Satisfaction guaranteed Ability to deliver the quantity and packaging needed Food safety USDA health inspected Product knowledge Extra processing completed (e.g. sliced/ diced vegetables) In your opinion, would locally grown food products that were source verified, naturally or organically grown, or heritage-based have any advantages in their appeal to your customers (circle ONE response)? 1. No 2. Yes 3. Don t know 3a. If YES, list one or more advantages 4. Do you currently use locally grown food? 1. Yes 2. No If YES, was it? 1. Purchased 2. Donated If NO, go to Question 6 Page 23 of 27

24 5. In the table below, write the individual product and the quantity estimate for each locally grown product you are CURRENTLY purchasing. For the quantity, write down the average amount purchased per month and the number of months per year the product is purchased. Unit (e.g., pints, Monthly VEGETABLES quarts, quantity How many (for example, tomatoes, potatoes, pounds, currently months per peppers, carrots, etc) bushels) used year? Unit (e.g., pints, Monthly FRUITS quarts, quantity How many (for example apples, pears, pounds, currently months per strawberries, grapes) bushels) used year? Unit (e.g., pints, Monthly MEATS quarts, quantity How many (for example, beef, pork, fish, pounds, currently months per poultry, eggs, specialty meats) bushels) used year? Page 24 of 27

25 Unit (e.g., pints, Monthly DAIRY quarts, quantity How many (for example, milk, cheese, yogurt, pounds, currently months per ice cream) bushels) used year? Unit MEATS (e.g., pints, Monthly (for example, jams, jellies, honey, quarts, quantity How many peeled/sliced vegetables, meat by pounds, currently months per the cut) bushels) used year? Unit OTHER PRODUCTS (e.g., pints, Monthly (for example, bread, crafts, cut quarts, quantity How many flowers, candies, alcoholic pounds, currently months per beverages) bushels) used year? Page 25 of 27

26 6. For what reasons have you not purchased OR have you stopped purchasing locally grown foods? (List the barriers or obstacles that make it difficult for you to purchase these products). 7. If these barriers or obstacles were adequately addressed by a vendor, would you purchase locally grown food (circle one response)? 1. No (Go to question 8) 2. Yes If YES, please go to the table below. List the products you would consider purchasing if available. Also, list an estimate of the quantity you would potentially purchase and how many months per year you would need this quantity. Then move on to Question 8. Unit (e.g., pints, Monthly How many PRODUCT pounds, quantity you months per bushel) would use year? Page 26 of 27

27 8. Would you be willing to pay more for locally grown products (circle one response)? 1. No 2. Yes If YES, what percentage above the cost of conventional food seems reasonable to you? % 9. Which best describes your type of business (circle one response)? 1. Full service restaurant 2. Limited service (fast food) restaurant 3. Public or private school or college 4. Hospital or care center 5. Food retailer/distributor 6. Food processor/product development 7. Other (specify ) 10. How many years have you been in this business? years 11. Your age on your last birthday? years 12. What is your 5-digit Zip Code? 13. Use this space to list any additional comments. Page 27 of 27

28 Thank you for responding to this questionnaire! Please fold and return your completed questionnaire in the enclosed envelope to the individual delivering the questionnaire to you. If you would like to know more about how to purchase locally grown food or receive a copy of the survey results please provide your contact information below, check the appropriate box, detach this sheet, and hand your request to the individual delivering the questionnaire Name Business name Address Telephone Want info on how to purchase; please contact me. Send me survey results Page 28 of 27